By TESN Staff

Name, Image and Likeness (NIL) has forever changed college athletics. Student-athletes now have the opportunity to earn income from their personal brands, creating financial opportunities that were unimaginable just a few years ago. While NIL has opened new doors, it has also highlighted one of the biggest challenges in college sports today: inequality.

A relatively small percentage of athletes receive the overwhelming majority of NIL deals. Star quarterbacks, elite men's basketball players, and athletes at nationally recognized programs often secure six- and seven-figure partnerships, while thousands of equally dedicated athletes receive little to no compensation.

The difference isn't always talent—it's visibility.

Brands invest where they expect the greatest return. Athletes competing on national television, playing for championship contenders, or boasting large social media followings naturally attract more attention than standout performers at smaller schools or in less-publicized sports. In many cases, market exposure carries as much weight as athletic performance.

This imbalance extends beyond football and men's basketball. Many athletes in Olympic sports, women's athletics, and mid-major conferences continue to face limited earning opportunities despite outstanding accomplishments. Although some have built impressive NIL portfolios through creative content and strong community engagement, those success stories remain the exception rather than the rule.

Education also plays a significant role. Athletes who understand branding, networking, financial literacy, and digital marketing are often better equipped to attract endorsement opportunities. Universities that invest in NIL education and career development give their athletes a competitive advantage beyond the playing field.

NIL has unquestionably benefited college athletics by allowing athletes to profit from the value they create. However, the current landscape also reflects the same economic realities found in professional sports and the business world—those with the greatest exposure typically receive the greatest opportunities.

As college athletics continues to evolve, the next challenge is ensuring that NIL opportunities become more accessible across all sports and all levels of competition. Expanding education, strengthening institutional support, and encouraging brands to look beyond the biggest names can help create a system that rewards not only popularity, but performance, character, and long-term potential.

NIL has changed the game. The next step is making sure its benefits reach more than just the athletes already standing in the spotlight.